Globus Dynamic Ads & Remarketing
Intro
e-dialog was able to leverage the high-quality product range of the online shop for a highly relevant remarketing strategy – fully automated, without additional creation effort, and with maximum efficiency in audience management, booking, and maintenance.
Goals
- Utilizing existing assets from the online shop for display advertising
- Complete automation and dynamization based on 1st party data
- Massive reduction in maintenance effort and costs after initial setup
SA360 was the perfect tool to help us reach our business goals by using bid strategies based on custom floodlights.
Andreas DeBais, Head of Performance Marketing
Strategy
- Visited categories are automatically stored as an ID in the user’s cookie. Further fine-tuning is done in combination with audiences in GA360.
- An automated feed from the online shop’s CMS synchronizes the online shop’s assets with Studio (GMP) based on this ID.
- Four different formats (UAP + HPA) are automatically created from a source image in Studio.
Measures
The implementation was carried out in collaboration with the web developers of the Globus Online Shop (feed provision), the creative agency (banner concept), and e-dialog (implementation in Studio, booking, and audience management).
For the implementation, e-dialog created audiences in Analytics 360 and then implemented the mechanics in Display & Video 360 (formerly DoubleClick Studio). From a single source image, 4 different ad formats (UAP + HPA) were created.
Results
The automatic generation of category teasers from over 300 categories in 4 different formats and 2 languages made it possible to create more than 2,500 variations. This allowed for relevant targeting of users without manually created creatives. Furthermore, a sustainable and flexible setup was established, significantly exceeding campaign forecasts. Maximum efficiency in booking, audience management, and maintenance was also achieved.
Sustainable and flexible setup
> 2500
Banner variations
More efficient audience management
